About this episode
In this sizzling episode of The Food Professor Podcast, recorded live at the SIAL Canada food innovation show in Toronto, co-hosts Michael and Sylvain welcome Pierre-Olivier Drouin, Co-Founder of Firebarns, the fast-growing Quebec-based condiment company that brings flavour-first hot sauces to shelves across North America.Pierre-Olivier shares his unexpected journey from banking at RBC to launching Firebarns after a revelatory encounter with spicy wings during a hockey game in Florida. Inspired by that moment, he partnered with longtime friend Frank to build what they dreamed would be the next Tabasco—made in Canada. Their goal? A bold brand that flips the script by delivering taste before heat.Launched in 2015, Firebarns quickly became Quebec’s first dedicated hot sauce brand. Since then, it has expanded into a diverse product line that includes BBQ sauces, ketchup, mustards, and Sriracha—all made with Canadian ingredients and designed for broader family appeal. Their innovative packaging—30% recycled squeezable plastic bottles—has helped the brand stand out in crowded condiment aisles and reflects their commitment to sustainability.Pierre-Olivier discusses how Firebarns has scaled, with distribution now in over 1,100 U.S. stores and more expansion underway, including Texas-based H-E-B. He opens up about navigating international trade headwinds, such as tariffs, and how careful financial planning and food costing helped buffer against unexpected 25% duties. His insight offers valuable lessons for other CPG entrepreneurs seeking to expand across borders.The episode also dives into Firebarns’ savvy use of influencer marketing and content creation to build a passionate community of fans, especially among younger consumers aged 25–45. Drouin emphasizes the power of authenticity—whether through engaging product demos or the story of Barney, the company’s late bulldog mascot and original “CEO,” now succeeded by Barney Jr.
About UsDr. Sylvain Charlebois is a Visiting Professor in Food Policy and Distribution at McGill University and a Professor in Food Distribution and Policy in the Faculty of Management at Dalhousie University in Halifax. He is also the Senior Director of the Agri-food Analytics Lab, also located at Dalhousie University.Known as “The Food Professor”, his current research interest lies in the broad area of food distribution, security and safety. He is one of the world’s most cited scholars in food supply chain management, food value chains and traceability with over 775 published peer-reviewed journal articles. Dr. Charlebois is also an editor for the prestigious Trends in Food Science Technology journal. He co-hosts The Food Professor podcast, discussing issues in the food, foodservice, grocery and restaurant industries and which is the most listened Canadian management podcast in Canada.
